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Hass Avocado Board

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    • Overview: For Growers
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    • Category Data
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  • For Marketers
    • Overview: For Marketers
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    • Global Trade Reports
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    • About Love One Today®
  • Inside HAB
    • Overview: Who We Are
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    • About the BOLD Program
    • How BOLD Benefits the Industry
    • The BOLD Application Process
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Resources

Business Support Tools

Regional Composite Reports

Avocado Quality Manual

First Handler Report Form

Organic Exemption Claims and Certificate Processing

Organic Exemption Request Form

Member Registration

Industry and Category Data

Volume Data & Projections

Category Data

Global Trade Reports

Country Profiles & Market Reviews

Inside HAB

Who We Are

The “HAB Effect”: What We Do

Industry News & Information

Accountability & Transparency

Meetings and Events

Board Members & Staff

Board Nominations

Rules, Regulations & Policies

Annual Reports & Independent Evaluations

Press Releases

Contact Us

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2016

Heart-Check Certification

Fresh Hass avocados, as well as all other raw fruits and vegetables, became eligible for the U.S. Food and Drug Administration (FDA) requirements for the “Dietary Saturated Fat and Cholesterol and Risk of Coronary Heart Disease” health claim, earning the difficult-to-achieve American Heart Association Heart-Check Food Certification.

2021

BOLD Program

The BOLD initiative is a leadership development program designed to help train the next generation of HAB board members and avocado industry leadership. By equipping BOLD participants with training that they need to meaningfully contribute to the HAB board and to advocate for the avocado industry, HAB is investing in its future success.

2020

Quality Improvement

Helping to ensure fruit quality across all countries of origin led HAB to create a set of best practices for each step in the supply chain. The Avocado Quality Manual is the #1 download from the HAB site. The focus on quality provides substantial value to the collective industry as it seeks to deliver consistency and exceed customer and consumer expectations – one avocado at a time.

2013

Fresh Avocados – Love One Today®

Armed with a deep bench of highly credible nutrition research findings, HAB launched Love One Today®, a leading source of the healthiest reasons and tastiest ways to enjoy fresh avocados. The Love One Today® efforts that are still going strong today have helped to educate countless registered dietitians, health professionals, and consumers about the nutrition benefits of fresh avocados regardless of country of origin or seasonality, and ways to include them in everyday meals – literally changing public perception of the fruit and removing consumption barriers.

“Love One Today® has changed public opinion of avocados. Avocados were perceived to be a high-calorie fruit that had to be consumed in moderation. Today they are known as a nutrient-dense, heart-healthy fruit that you can enjoy and feel good about it.”

Emiliano Escobedo, Hass Avocado Board, Executive Director

2010

Avocado Nutrition Center

As the American palate was developing a taste for avocados, it was coming with some caveats around concerns about fat content and nutritional benefits. Could something this tasty really be good for you? HAB launched the Avocado Nutrition Center (ANC), a world-class nutrition research program to find out. During the past two decades, more than 40 nutrition studies conducted independently by researchers at top-tier institutions have been funded delving into the unique benefits of avocados on heart health, diabetes, weight management, cognitive function and more. 

The highly credible and transparent nutrition research findings have proven powerfully favorable for the little green fruit. In fact, the heart health-related studies helped avocados meet the U.S. Food and Drug Administration’s definition of a “healthy” food. Without the ANC, most of the research into the avocado as a whole food wouldn’t exist.

“Time and time again trends circle back to nutrition, and as studies continue to fill the pipeline, we realize we are just scratching the surface of our understanding of how nutritionally dense and dimensional the avocado is for mankind.”

Scott Bauwens, Former Chairperson, Hass Avocado Board and CEO, Simpatica

2014

Hass Avocado Committee

The Hass Avocado Committee created a venue for discussion of motions at the committee level before going to the board for the final decision. Under this structure, domestic and foreign representatives now had a voice and input on important matters that came before the board, as well as a platform to solve industry challenges together. The Hass Avocado Committee was and remains a revolutionary step in building trust and fostering cooperation among competitors for the greater good.

“Becoming an independent organization meant we could own the vision. We had to build better relationships. The Hass Avocado Committee started with dialogue and bringing people together to broker cooperation. It took a lot of persistence.”

Bob Schaar, Former International Representation Committee Chairperson and Avocado Grower, California

2014

Avocado Volume and Inventory System (AVIS)

While the concept of data sharing is as old as HAB itself, in the early days, the quality was hampered by the pervasive mistrust among the HAB partners. Yet, over time as collaboration and cooperation evolved, so did the credibility and quality of the data inputs. The key players saw the value and built the Avocado Volume and Inventory System (AVIS) which became a widely successful global industry intelligence engine providing invaluable information related to U.S. avocado supply, inventory and sales.

“The information coming out of HAB on volumes is fantastic. HAB does a great job of listening and responding to our consumers and has done a very good job informing the industry on who our customers are and how to grow our business. We as marketers use this information to grow the entire avocado category and we share this information with our customers.”

Bob Lucy, Co-Founder, Del Rey Avocado

1Licensee Information
2Agreement Terms
Licensee
Company Address(Required)
Agreement for the use of the Hass Avocado Board Love One Today®/Saborea Uno Hoy® Mark and Taglines(Required)
This agreement (the “Agreement”) is made by and between the Hass Avocado Board (“HAB”), with its principal place of business in Mission Viejo, California, and the Company entered in this form (the “Licensee”), a limited liability company or corporation, as the case may be, validly existing under the laws of the State entered in this form, and with a principal place of business at the address provided in this form. HAB and Licensee are collectively referred to herein as the “Parties,” and individually as a “Party.”

For good and valuable consideration, the Parties agree as follows:

1. HAB and the Mark and Taglines. HAB is an instrumentality of the United States Department of Agriculture authorized by the Hass Avocado Promotion, Research, and Information Act and is implementing regulations to promote the consumption of fresh Hass Avocados. HAB has developed and is the owner of the Love One Today/Saborea Uno Hoy Mark (the “Mark and Taglines”) for use in connection with the promotion and marketing of fresh Hass Avocados. Included in the file instantly made available for download via email upon agreeing to these terms is the Mark Style Guide.

2. Licensee. The Licensee is a handler or marketer of fresh Hass Avocados.

3. Term. This Agreement will expire on December 31, 2021. Unless HAB or the Licensee provides written notice at least 30 days in advance of the expiration of the Agreement of such Party’s intent not to renew the Agreement, the Agreement will automatically renew for the following year. Each year thereafter, the Agreement will renew for a period of one year unless it is terminated pursuant to this Agreement or HAB or the Licensee provides intent not to renew, as provided for in this paragraph.

4. Grant of Nonexclusive License. HAB hereby grants Licensee the nonexclusive, non-transferable right to use the Mark and Taglines in connection with the promotion and marketing of fresh Hass Avocados and in all advertising and promotion of fresh Hass Avocados, both in the United States and outside, provided that the Licensee offers the goods and services in accordance with the quality standards and specifications of the HAB Guidelines, which are incorporated by reference into this Agreement and which HAB may update from time to time in its reasonable discretion, or with the express prior written consent of HAB. HAB will not charge a fee for the use of its Mark and Taglines.

5. Right to Inspect. Licensee agrees to submit in advance of its use all advertising copy, labels, stickers, or other promotional material going to HAB to approve and to submit to HAB periodically and to permit HAB or its representatives the right to inspect the goods and services offered pursuant to this Agreement. When requested, Licensee agrees to send samples of advertising and promotional materials bearing or sold with the Mark and any other documents which may permit HAB to determine whether the goods and services and trademark uses meet the standards, specifications, and directions approved by HAB.

6. Ownership. The Licensee agrees that ownership of the Mark and the Taglines as well as the goodwill relating thereto shall remain owned by HAB during the period of this Agreement and thereafter, and Licensee further agrees never to challenge, contest, or question the validity of HAB’s ownership of the Mark or Taglines. The Licensee will inform HAB of the use of any marks similar to the Mark and any potential infringements which come to its attention.

7. Reporting. The Licensee agrees to provide to HAB information on the usage of the Mark and the Taglines, including the size and location of any advertising campaign or other marketing effort, to assist HAB in determining the dissemination of the Mark. In turn, HAB will report on the use, by HAB and all licensees, of the Mark and Taglines.

8. Application, Sublicensing and Assignment. The Licensee agrees to use the Mark and Taglines only in connection with the marketing of fresh Hass Avocados and Licensee may not sublicense any of the rights granted in this Agreement, including to any affiliated brands, without the prior written consent of HAB. The Licensee may not assign the Agreement without the prior written consent of HAB.

9. Indemnification. The Licensee agrees to assume all responsibility for and agrees to indemnify HAB against any and all damages, losses, claims, suits or other expenses arising out of the Licensee’s use of the Mark or Taglines, including HAB’s reasonable attorneys’ fees incurred in the defense of any action against HAB.

10. Litigation. In the event the Licensee is named as a defendant in any action based on its use of the Mark or Taglines, the Licensee agrees to immediately notify HAB, and HAB shall have the right to intervene in any such action and to control and direct the defense of such action, including the right to select defense counsel, provided that in the event HAB chooses to exercise control it agrees to reimburse Licensee for the cost of its defense and to indemnify it against all damages arising therefrom, provided that Licensee has complied with all of its obligations under this Agreement.

11. General Provisions. This Agreement contains the entire agreement between the Parties relating to the subject matter hereof and all prior proposals, discussions, or writings (other than those specifically referenced by and incorporated into this document) are superseded.
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